@FranJurga writes: This will be veterinarian Dr. Brendan Furlong’s fifth and last Olympic Games. In this Q and A with USEF's Joanie Morris, he recalls some memorable moments in his time with the US eventing team.

Dr Furlong cleared one big hurdle this morning when Team USA's horses cleared the first veterinary inspection. But that's just the first of many hurdles to come over the next four days.

Andrew Nicholson is resigned to his 31-year Olympic career being over.

The 53-year-old believes his latest absence from Equestrian Sports New Zealand's high performance squad, due to an ongoing disagreement, signals an end to his selection chances for an eighth Games at Rio de Janeiro...

(Click on the bold top headline or photo to open the original article. Read below for @FranJurga insight into why this article is important to read.)

Fran Jurga's insight:

So you think Wimbledon is dramatic?

Take a closer look at equestrian sports, and an even closer look at the sticky situation surrounding one of eventing's superstars, New Zealand's Andrew Nicholson. A dispute between Nicholson, currently ranked the #4 rider in the world, and his home country team management shows no sign of either side backing down.

As Rio 2016 looms closer, New Zealand still is not qualified. Nor is Andrew listed on any interim squad.

Is Andrew the key to success or the unpredictable question mark that New Zealand doesn't need? His horses, ability and experience are almost unequalled in the world.

Would you turn him away? And if New Zealand doesn't want him, aren't other nations likely to attempt to lure him to change his nationality? It might be too late for RIo, but there are so many medal podiums still to climb.

Neumünster/ Germany – (via press release) The decision was made following the free movement: a total of 16 young Trakehner stallions received the title "Approved" at the 52nd Trakehner Stallion Market. The list includes the first-ever Under Saddle Approval candidate, the three year old Tudor. Five of the 16 Approved stallion candidates are planned to receive Premium status. The Approval Committee will be announcing who the "Primus inter pares", or better said the Winning Stallion, the Reserve Champion and the Best Jumping Stallion at 9:30 on Sunday morning.

The Approval results were met with screams of joy, celebration and applause and these signs of happiness were not only coming from the breeders and owners of the Trakehner stallions, but also from the spectators - even when not every decision was met with unending clapping.

It was a strong group that presented itself this year for approval at the Trakehner Stallion Market in the Holsten Hall. The approval lot was actually not the largest, with 31 stallions presenting themselves, but it impressed with quality.

The following five stallions have been selected for "Premium" Approval recognition (in the order of their catalogue number):• Davidas, by Horalas-Abdullah - bred by Dr. Margaret Mac Gregor from Auburn, IL (USA)• Niagara, by Kentucky-Wiec - bred by Marek Przeczewski from Milakowo (POL)• Sir Sansibar, by Millenium-Cadeau - bred by Gestüt Hohenschmark, Grebin (GER)• Octavian, by Millenium-Hohenstein - bred by the Stud Radegast Ralph und Carsten Vogel GbR, Radegast (GER)• High Motion, by Saintt Syr-Summertime - bred by Luise Bredemeier, Petershagen (GER) and owned by the High Motion Consortium, Schäplitz (GER)

An additional 11 stallions were "Approved".

Millenium, the 2nd reserve champion form the Trakehner Stallion Market 2010, delivered a very impressive contribution this year: Three of his five selected offspring were Approved and the other two received Premium recognition.

The Trakehner Approval Committee also approved two half-blood stallions with Le Chevalier, by Cavallieri xx-Vespucci, who was bred by Klaus-Dieter Markgraf and Orlow, by Favoritas xx-Heops, who was bred by the K. Zimmermann/Lorenz Breeding Group.

Several world stars were on the list for today's Reem Acra FEI World Cup Dressage Grand Prix. Dutch Edward Gal rode Glock's Undercover to a convincing victory.

(edited from press release)

The season opener of the Reem Acra FEI Dressage World Cup was held today in Odense, Denmark.

The battle for the top placings was a Dutch-German affair ending victoriously for the Dutch, when Edward Gal and Adelinde Cornelissen showed how things are done and placed first and second.

Edward Gal and Glock's Undercover took a clear lead with the magnificent score of 84.1% and even Adelinde Cornelissen and her loyal partner Jerich Parzival N.O.P. with their 80.54% couldn't touch them today.

With usual German thoroughness Ulla Salzgeber and Herzruf's Erbe conquered third place with a score of 75.72%. Isabell Werth and Don Johnson FRH finished fourth with 75.2%.

Hans Peter Minderhoud made sure that fifth place was Dutch too, when he rode Glock's Flirt to 73,92%.

Danish Agnete Kirk Thinggaard, who rode her first World Cup in the west European league today, delivered a brilliant result and ended up as number six.

Fran Jurga's insight:

@FranJurga writes: Here we go with the new indoor dressage season! The freestyle is on Sunday.

Nine out of the Top 10 riders in the world, including Team GB’s Olympic show jumping Gold medallists, will compete on a unique stage in the heart of London in a few weeks time. Horse Guards Parade Ground will be the extraordinary and iconic backdrop to what is set to be an awesome and crucial round of the 2...

Fran Jurga's insight:

@FranJurga writes: Click on the headline or image to read about this exciting upcoming international jumping event!

THE Winter Olympics may be underway in Russia but there are important British alpine interests a little closer to home at St Moritz in Switzerland on Sunday afternoon when their annual White Turf racing season gets underway.

Anky van Grunsven and Isabell Werth were rivals for years. Isabell was riding at EC Herning. “Where does she get that ambition from”, Anky wondered. So she asked Isabell Werth for an interview.

@FranJurga writes: I really did a double-take when I saw this article online. Not only is it innovative for Dressuur Magazine to arrange for these two champions to sit down for candid conversation, but it is a surprise to see that it is available in English. I really feel that American dressage enthusiasts miss so much because of the language problem....but it is our problem, not theirs.

If you follow international dressage today, know that the world-stage rivalry between these two women helped make the sport what it is today. Go ahead and eavesdrop.

Thank you, Dressuur!

(Photo by Arnd Bronkhorst)

Click on the bold headline or image to open the original English transcript on the Horses International website.

An email was received this afternoon notifying the public of the cancellation of a significant jumping event held annually on Boston's North Shore:

August 29, 2013, Gloucester, Massachusetts -- Executive Management of The Jumper Classic has decided to postpone the event due to several unforeseen scheduling conflicts.

The show was scheduled for September 4-8, 2013 at Maplecroft Farm in Ipswich, Massachusetts. We are excited for the event and will provide updated scheduling information as soon as it is available. Please be sure to follow The Jumper Classic on Facebook for all the latest updates.

The Jumper Classic is one of the premier show jumping competitions in the U.S. Since 1989, The Jumper Classic has been known for its European flair and rider focus. The event has been a favorite amongst high caliber athletes and devoted fans and has been dubbed the "Social Sporting Event of the Year" by The Boston Globe.

@FranJurga writes: Sometimes, I think I'd rather watch the horse inspections at a major equestrian event than the event itself.

Take this morning, for instance. Spectators at the horse inspection for the Blue Hors FEI European Dressage Championship must have done a double take when they saw Sweden's Patrik Kittel leading out the wrong horse.

On his website, Kittel explained last night, "After a great training ride (yesterday) morning, where Scandic felt totally normal,he came out of his box for a walk this afternoon and was not sound. Closer examination showed Scandic had swelling on the right front. The Swedish team vet has pinpointed a small bleeding, and will return home to check the injury out further without risking his future performances."

The FEI's Louise Parkes explained last night that Kittel's horse Toy Story hit the road last night from a German stable to join the veteran rider.

Swedish Chef d’Equipe, Bo Jena commented on the situation to the FEI last evening: “I immediately thought about Toy Story as our reserve and the decision was taken to transport him from Germany as soon as possible. Patrick took the situation professionally. These things happen with horses, there is never any guarantee but now he needs to rethink his strategy on how to work with Toy Story."

All the horses from all nations passed the dressage inspection, including the late entry, Toy Story.

By the way, the European Championships in dressage, jumping and paradressage will go on this week at the Herning facility in Denmark. You can watch them live on FEITV.org.

Another equine sector has developed a strong footing in the commonwealth: The sport horse segment is growing and thriving, especially in Central Kentucky.

@FranJurga writes: Be sure to read this interesting article, which puts a few numbers and summarizes trends that give proof that the landscape of central Kentucky is being populated by horses of a different breed and with a different sport emphasis from the traditional Thoroughbreds.

More numbers, please!

Click on the headline or image to read this article

Photo: Past Olympic gold medalist Phillip Dutton and Mighty Nice compete in the 2012 Rolex Kentucky Three-Day Event at the Kentucky Horse Park. Rolex Stadium at the park seats 5,300 and is one of the top equestrian venues in the United States. (Mike McNally photo)

We have just three weeks left before the exciting ECCO FEI European Jumping Championships 2013 will take place at Herning in Denmark from 20 to 25 August. Will Sweden's Rolf-Goran Bengtsson defend his 2011 European individual title?

Get the picture in this nutshell of facts and figures provided by the FEI:

3 nations will be represented by a single rider: Greece, Slovakia, and Turkey.

A total of 102 riders are listed in the definite entries (29 July 2013).

Germany heads the individual gold medal winning table with 14 victories to date. British riders have been successful on six occasions and French riders have taken the individual title four times.

Germany also leads the team gold medal winning table with a total of seven titles since 1975. Next in line are Great Britain and Switzerland with four each followed by The Netherlands with three.

Only two women have ever won the FEI European Championship individual title since the Championships for Ladies and Men were first combined back in 1975 : Alexandra Ledermann (FRA) took gold in 1999 at Hickstead GBR and Meredith Michaels-Beerbaum (GER) followed suit in 2007 at Mannheim GER.

This will be the 32nd FEI European Jumping Championships - the first was held in Rotterdam (NED) in 1957.

The defending individual champion is Rolf-Göran Bengtsson - the first Swedish rider ever to clinch the coveted title. Germany defended team gold when it won the 2011 Championships staged in Madrid, Spain.

Photo Caption: Rolf-Göran Bengtsson, the first Swedish rider to win individual gold at the Europeans when victorious in 2011, will be back to defend his title at the ECCO FEI European Jumping Championships 2013 in Herning (DEN) from 20-25 August. (c) FEI/Kit Houghton.

@FranJurga writes: Team competition won't get any fiercer than this until September 2014, when the whole world will compete at the team and individual medals at the Alltech FEI World Equestrian Games 2014 in Normandy.

Yesterday was a big news day in British eventing. Olympic silver medalist Zara Phillips announced that the rumors were true: she is pregnant. Badminton Horse Trial chose a new course designer for 2014. And the Brits unveiled the team that they will send to the European Eventing Championships later this summer.

But all that seems like small talk with the news that one of Britain's most popular and visible eventers has been transported to a hospital, where she remains in intensive care. Laura Collett was riding at the Tweseldown Horse Trials One Day Event near London on Monday when she and her horse experienced a rotational fall on the Intermediate cross-country course.

British Eventing has monitored her overnight, and her website and Twitter account have been posting updates. She is now in stable condition, and woke up briefly

Laura (or perhaps her publicist) is very active on Twitter. The morning of her accident, she had congratulated Phillips on her pregnancy and given a generous shout-out to the Euro team, which didn't include her.

According to British Eventing, Laura was riding Tis A Beauty; she has taken over the seven-year-old grey mare, who has formerly with Oliver Townend.

Laura has recently been a star in the racing press as well as eventing, as she was chosen to take over the re-training of one of Britain's greatest jump racing star, Cheltenham Gold Cup winner Kauto Star. Laura has demonstrated his progress in dressage training at races and events in England this spring, including at Barbury Castle Horse Trials this weekend.

While everyone is surely deeply concerned for her injury status, it is important to note that Laura is extremely popular in Great Britain, especially with young riders and eventing fans. Laura had a string of gold-medal results as a young rider in European championships, as well as winning the Supreme Pony Championship at a British Horse of the Year Show, which has to be one of the most competitive equestrian arenas in the world. She was eighth at Badminton the first year she entered.

@FranJurga writes: Laura's family and publicity team, along with British Eventing, have done a terrific job of keeping people informed since Laura's fall yesterday. We read assuring posts like: "Laura has been woken up briefly and responded well to family. She is now asleep again."

There is nothing optional about having a social media pro and publicist on a professional rider's team. Not so long ago, a rider had no control over the news about a fall or injury. Laura's team is driving the news, not being driven by it.

Please keep Laura in your thoughts today, and every day until she is back in the saddle. She's the type of rider that equestrian sports need. And she'd do the same for you.

Photo: Laura Collett and Rayef flew around the cross-country course at their inaugural Badminton Horse Trials in 2011 to finish eighth; in 2013, she rode Noble Bestman. Tim Simpson photo.

Hinesburg, VT, May 25, 2013 -- Equestrian Tours has organized travel programs to major equestrian events since 1984 including every World Equestrian Games since Stockholm in 1990.

As the Official U.S. Ticketing Agent for the Alltech FEI World Equestrian Games 2014 in Normandy, Equestrian Tours is offering an Accommodations Package and fully Hosted Programs for the World Equestrian Games as well as Pre-Tours of Paris & the Seine.

Owner and equestrian enthusiast, Bob Wyatt shares details about this program and others he has planned for 2014 & 2015 on their web site, equestours.com.

"For the 2014 World Equestrian Games we have reserved three charming hotels in the lovely and historic town of Bayeux for our hosted program and three more in or near Lisieux for our accommodations package. In line with our contract with 2014 Normandie Organization, we will be providing transfers to Caen, Haras du Pin, and Mont St. Michel for the various competitions.”

Equestrian Tours offers a unique format for their travel programs as explained by Wyatt.

"We don't call our offerings tours because, although we put together groups of interested (and interesting) people to attend an equestrian event, we don't insist on structuring their day.

“Our gatherings bring wonderful people together with similar interests and we stand back and let you enjoy yourselves. You will never be herded, there won't be head counts."

Learn more about the World Equestrian Games and Wyatt's other equestrian programs by visiting his website at equestriantours (dot) com.

Equestrian Tours wants potential Normandy 2014 visitors to understand that although their programs are available for reservation now, ticket sales will not begin until mid-June.

Imagine this: If Paris throws hat icts Into the ring to host the palace at Versailles could be a location for the equestrian events. Oooooh-la-la! More info at this link, translation should be available.

Neumünster, GERMANY – (Via press release) The first auction of the Trakehner Stallion Market 2014 ended with an over-average result for the riding horses. There were five horses included in the auction collection and they achieved an average price of 54,150 Euros. A client from North Rhine-Westphalia had to pay the top price of 100.000 Euros for the three-year-old Trakehner stallion Hopkins.

Hopkins is sired by Hofrat and his grand sire is Artistic Rock. His breeder is Ilsemarie Peters from Moehne and, up until the auction closing, his owner was August Camp from Geldern. Hopkins was approved in Neumuenster 2013, was the 2014 Trakehner Riding Horse Champion and was nominated for the Federal Championships for Young Horses.

The second most expensive horse of the compact, but fine, riding horse collection was Maddoc, a gelding by Kasimir-Lucito, for whom the hammer fell at 85,000 Euros. Maddoc is six years old, a pure dressage talent and was purchased by a client from Hamburg.

Eleven foals achieved a total earnings of 81.500 Euros. The most expensive foal was Philippa by Syriano-Le Rouge, who sold for 14,000 Euros. Beate Helse is the breeder of the little bay filly who will now grow up in Lower Saxony. The average price for a foal was 7,409 Euros.

A total of 8 of the non-approved stallion lot were sold for an average price of 12,500 Euros. The price highlight was the bay Ghandi, by Easy Game-Michelangelo, who sold for 21,000 Euros. The young stallion will soon have a stable in Monaco.

Further buyers came to the 52nd Trakehner Stallion Market from the Czech Republic, USA, Great Britain, Luxemburg and Austria.

The auction of the Premium and Approved stallions, as well as the broodmares, follows on Sunday. All five of the Premium stallions and eight Approved stallions will stand for sale. Only three Approved stallions will be staying with their current presenters.

Look out, America! The Federation Equestre Internationale (FEI) announced today that Las Vegas, Nevada will be the host city for the 2015 World Cup Finals in both dressage and show jumping. This will be the fifth time the desert city has hosted FEI World Cup events. Longines and Reem Acra are lined up as sponsors of these events, which will attract leading horses and riders from both sports from all over the world.

No specific dates have been announced, but the finals are usually held in the spring.

Click on the headline or image to open the full article on The Jurga Report.

Set on 40 rolling acres where Edge of Woods Road meets Deerfield Road on the eastern end of New York's Long Island, Bright Side Farm is an equestrian facility owned by Matt and Annette Lauer on the former site of Frankenbach’s Deerfield Nursery.

@FranJurga writes: This article describes the commercial horse farm developed by the Today Show's Matt Lauer and his wife Annette. According to the article, Annette and daughter Romy will be riding at the farm, which will also have boarding and training clients. Matt, on the other hand, will play the role of "farmer" when he weekends in the Hamptons.

Click on the headline or image of trainer Mitchell Robinson to learn more about Bright Side Farm.

365 Days To Go: Countdown Begins to Alltech FEI World Equestrian Games™ 2014 in Normandy

Today (23 August 2013) marks the one-year countdown to the Alltech FEI World Equestrian Games™ 2014 in Normandy. In just 12 months, some 900 riders, drivers and vaulters and their horses from over 60 countries, 500,000 visitors, at least 1,500 media representatives, and thousands of volunteers will gather in Normandy for the world’s greatest equestrian event and the largest sporting event in France in 2014.

World championships in Jumping, Dressage and Para-Dressage, Eventing, Driving, Vaulting, Endurance and Reining will be held from 23 August to 7 September 2014 at venues in Caen, the prefecture of the Calvados department in north-western France, the country’s oldest national stud farm at Haras du Pin, and the UNESCO World Heritage Site of Mont Saint-Michel.

To celebrate the one-year countdown, the FEI has today launched an online history hub dedicated to the FEI World Equestrian Games™ which contains detailed information about each of the previous Games, starting with the inaugural edition in Stockholm in 1990, through to Kentucky 2010 and looking forward to 2014. Along with a summary of the Games’ most memorable moments, the website features key facts and figures, complete results, and extensive photo galleries.

“The FEI is working very closely with the Organising Committee of the Alltech FEI World Equestrian Games™ 2014 in Normandy to ensure the best possible conditions for the athletes - both human and equine - the officials, numerous spectators, volunteers, and the media,” FEI Secretary General Ingmar De Vos said.

“Two successful test events in Endurance and Eventing were organized just last week, and there is another one in Driving currently being held, followed by a chef de mission meeting next week. Preparations are on track as we enter the last organizational phase. We are confident that France, one of the world’s leading equestrian nations, will stage truly memorable Alltech FEI World Equestrian Games 2014 in Normandy.”

News Capsule: New Zealand Eventer Killed in Fall on Course in Great Britain

Equestrian Sports New Zealand has confirmed with great sadness that New Zealand eventing rider Tom Gadsby was fatally injured in a fall on the cross-country course at Somerford Park Horse Trials in Cheshire, UK this weekend.

The 26-year-old rising star was based with international eventer Tiny Clapham near Huntingdon in Cambridgeshire, and had been competing in the UK since 2012.

Tom was competing in a one-star class on board The Drover when the accident happened at fence 4B at approximately 1420 hours (UK time) on Sunday, August 18. The seven-year-old skewbald gelding was not injured in the incident.

Tom's death has brought an out-pouring of sadness from the international eventing world.

Equestrian Sports New Zealand chief executive Jim Ellis says the whole equestrian community is deeply saddened by the news.

"On behalf of ESNZ members, I express our sincerest condolences to Tom's family and close friends," he said. "Tom was a talented showjumper and eventer who was in Europe to fulfill his dream of competing as a professional event rider -- a dream he achieved, but which has been tragically cut short."

He thanked colleagues at British Eventing, their officials and medical staff who did everything possible for Tom after his fall.

British Eventing chief executive Mike Etherington-Smith says everyone is truly saddened and shocked. "Our thoughts and prayers are with Tom’s family at this really sad time," he says.

Tom, whose home town is Kerikeri in Northland, New Zealnd competed up to intermediate level in eventing in New Zealand before deciding to concentrate on showjumping. However, after many years competing at grand prix level jumping, including two successful years in Germany, he decided to make the change back to eventing in 2012.

Just this year he gained the ride on Tiny Clapham's young eventing horses, and achieved considerable success at the lower level. He had high hopes of representing New Zealand at the top level of the sport.

British Eventing, ESNZ and the International Equestrian Federation will investigate the incident as will relevant UK authorities.

ESNZ and Tom’s family wish to thank NZ media outlets who respected the request to delay releasing Tom’s name publicly until his close family were all informed of the tragedy.

]

Thanks to Diana Dobson in New Zealand for her assistance with this brief report.

The European Dressage Championship begins in two weeks in Denmark. And surprise, surprise! the 2011 champion will be there to defend his title after all!

Jerich Parzival had been crossed off the Dutch team after undergoing treatment for cardiac arrhythmia at the University of Ghent veterinary hospital in Belgium in early June. The horse has gradually resumed training, but has not competed and missed both observation trials for team selection at Hoofddorp and Rotterdam.

Today the Dutch equestrian federation office issued a jubilant report that the Olympic silver medalist team of Parzival and Adelinde Cornelissen would be traveling to Denmark for the competition.

At the most recent European championship,The Netherlands' team finished third behind the winner, Great Britain, and runner-up Germany. Cornelissen and Parzival, however, were the individual champions.

"Jerich Parzival is fit. The team is complete, the horses are in shape. We have both team and individual medal chances," was the official statement of Dutch coach Wim Ernestine.

"Jerich Parzival to Europeans!! Thanks to my whole team!!" tweeted a jubilant Adelinde this afternoon from The Netherlands.

Bellissimo Family of Florida Acquires Classic US Weekly Equestrian Magazine "The Chronicle of the Horse "

@FranJurga writes: According to an email received Friday afternoon from the Chronicle office, Mark Bellissimo and his family, of Wellington, Florida, have purchased The Chronicle of the Horse and its related media properties in a transaction that closed today, July 12.

“I’m so proud to be part of the long tradition of the Chronicle which is a leader in its industry,” said Bellissimo in the email. “I am committed to the organization’s core mission of being the most trusted resource for equestrian sport by offering independent journalism and the highest editorial integrity.”

That's all the news available at the moment; surely lots more information will be available atchronofhorse.com.

Image: a classic old-design cover of the beloved US weekly horse sports magazine, The Chronicle of the Horse.

Nicola Wilson expresses 'a huge relief' after her Olympic partner fell jumping out of the water at Luhmühlen last weekend...

@FranJurga writes: The international horse sport community held its breath last weekend when news came from Luhmuhlen in Germany that top British event horse Opposition Buzz and rider Nicola Wilson had been involved in what sounded like a dreaded and dangerous rotational fall on cross-country at the famed CCI4* event.

Horse and Hound fills us in on his recovery--and Nicola's. Click on the big bold headline or the image to read the story.

Represented by its Director of publication, Jerome Chehu, 'Cheval Magazine' is proud to become the first Media Ambassador of the Alltech FEI World Equestrian Games 2014 in Normandy.

Created in 1971, Cheval Magazine is a rider’s must read. Distributed throughout most French-speaking countries (France, Belgium, Switzerland, Canada, Luxembourg, North Africa ...) and with an average monthly circulation of over 80,000 copies, Cheval Magazine is the title leader of the French equestrian press.

Entirely devoted to the knowledge of horses and horse riding, Cheval Magazine brings together a wide community of enthusiasts, through its monthly printed issues, its website www.chevalmag.com(with 80 000 to 100 000 monthly visitors) and social networks (+30,000 fans on its official Facebook page).

Since Stockholm in 1990, Cheval Magazine has covered the first six editions of the World Equestrian Games. So it is with a natural legitimacy, great enthusiasm and pride that Cheval Magazine is becoming today the first Media Ambassador of the Alltech FEI World Equestrian Games ™ 2014 in Normandy.

From now on, ChevalMagazine will leverage its expertise to relay all the information concerning the Games in order to allow readers to fully experience the event. In its June issue, Cheval Magazine will launch its new monthly column "On the way to the Games" and the chevalmag.com website will open a dedicated space to cover any specific news concerning the largest equestrian event in the world.

Cheval Magazine partners with many other equestrian, sporting or cultural events: Gala Golden Manes Avignon, Gucci Paris Masters, theatrical release of the film Jappeloup and more.

Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.

Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.

Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.